LSME503 Marketing Management Case Study: Loyalty and Growth

This case study explores the principles of marketing management, focusing on how marketing strategies can cultivate long-term customer loyalty and drive business growth within various market contexts. The analysis delves into the importance of marketing in achieving organizational goals and examines how integrated marketing channels, including both horizontal and vertical marketing systems, facilitate effective target marketing. The report highlights the significance of customer satisfaction, innovative services, and competitive strategies in the airline industry, using the UAE airlines as a case example, emphasizing the role of social media campaigns, loyalty programs, and customer-centric approaches. The study also examines the application of integrated marketing channels, such as multi-channel distribution systems, to enhance market coverage and build brand reputation. Ultimately, the assignment provides insights into how businesses can leverage marketing to establish a strong market presence, increase customer base, and achieve sustainable growth.

Marketing
Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Determine how marketing can create long term loyalty to an organisation in different market
contexts as discussed in the case.................................................................................................3
Examine how target marketing using integrated marketing channels can drive business growth
as discussed in the case above. ...................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
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INTRODUCTION
Marketing management is the concept of executing planning the conception, promotion,
pricing and the exchange of goods and services so that needs of the individual can gets satisfied
and goals of the organisation can be achieved. Marketing helps in finding out the areas of the
business where improvement is needed so that goals of the organisation can be achieved.
marketing is basically the exchange of goods and customers around the world so that needs and
requirement of the economy gets satisfied. Fulfilling the needs and requirement of the customers
is the main motive of the organisation (Deepak and Jeyakumar, 2019).
Airlines services of UAE provides the best experience to the customers due to which it is in
demand in the market. There are various airlines services in Dubai which provides the best
facilities to the customers which increase the satisfaction level of the customers. In this report it
will be observe that how various aspect of marketing management helps the airlines services to
increase its profit in the market.
MAIN BODY
Determine how marketing can create long term loyalty to an organisation in different market
contexts as discussed in the case.
Marketing is the process which helps the organisation to promote its products and
services in the market. It includes various activities like advertising, product and services
delivery to consumers and other business it helps in increasing the demand of the company in the
market In the airlines industries marketing helps in promoting the services of the business in the
market so that profit of the business can be increased. Marketing helps in analysing the needs
and requirement of the customers so that company can develop its services accordingly.
Innovation in the services helps the customers to experience new things in the organisation so
that demand of the business can be increased in the market airlines services of UAE are more in
demand because in Dubai tourism rate is high as compared their total population which also help
in increasing the GDP of the country (Hollensen, 2019). In the airlines services marketing helps
in their long survival in different markets because it helps in increasing the demand of the
services in the markets by providing the benefits of the company to the customers which attract
the attention of the customers in the markets. In different markets across the world needs and
requirements of the customers are different which can affect the profit of the company with the
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helps the marketing can easily the requirement which helps in increasing the revenue of the
company in the in the market it also helps in increasing the market share of the company if the
demand of the customers will be satisfied then it will increase the customers loyalty towards the
organisation due to word of mouth marketing demand and revenue of the company can be
increased if the customers are satisfied with the product and services of the business. Airlines
industries can provides various facilities to the customers so that their customer satisfaction can
be increased like reducing the long wait of the passengers in the boarding areas, flight comfort,
various foods varieties in the flights etc. which will help in improving the experience of the
customers (Martínez-López, 2020). Passengers are the main source of marketing of the company
in the markets if the proper services will be provided to the customers then they will refer the
services of the company to their friends and relatives which will helps in increasing the demand
of the company in different markets tourist are basically from different location if proper services
will be provided to them they will increase the demand of the company in their home country
through the word of mouth marketing which can be very beneficial of the airline industries also it
will give the competitive advantage to the company. There are various airlines industries in the
UAE like Abu Dhabi Aviation, Air Arabia, Emirates Group, Dubai Airports they are the
competitors of each other these industries give their best to increase the level of customers
satisfaction in the market which is dependent on the services which they provide to the
customers. various airlines industries plan their strategies so that they can get the competitive
advantage in the market by analysing the strategies of their competitors in the markets if every
industries will provide the same services to the customers then it can affect the demand of the
industries in the market so to avoid this organisation provides the innovation services to the
customer so that more people can get attracted towards the services of the company. Offering
affordable prices can increase the demand of the company in the markets because in today's
world people wants the best products and services in the affordable prices (Kotabe and Helsen,
2020). There are various marketing strategies which can distinguish the organisation from its
competitors and increase the performance of the business in the markets.
 Developing a loyalty programs: various airlines industries can create a loyalty program
which helps the business in converting the new audiences into the potential customer.
 Social media campaigns: with the helps of social media platform company can easily
increase its demand across the world. There are various social media platform which are
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in demand in the market like instagram, facebook, youtube etc companies can easily
promote their services on this platform which will make the people aware about the
services of the company.
 Focusing on the existing customers: By focusing on the existing customers companies
can increase their profit in the markets because existing customers are more beneficial as
compared to new customers because they are already aware about the services of the
company providing better experience to them helps in increasing the productivity of the
company in the market (Naudé and Sutton-Brady, 2019).
These are some of the strategies of marketing which can help the airlines industries to increase
their demand in the different markets.
Examine how target marketing using integrated marketing channels can drive business growth as
discussed in the case above.
A group of customers to whom a company wants to sell its products and services are
known as target marketing analysing the target markets is very important for the business to
create a marketing plan if the organisation will focus on the target customers who are interested
in the products and services of the company then it will helps the business to development
accordingly so that more revenue can get generated in the market (Chernev, 2018).
Integrated marketing is a concept which provides the interaction communication regarding the
services of the company to the targeted audience which covers every aspect of brand marketing
including the paid media which can be direct marketing, offline advertisements etc.
In the airlines industries target marketing with integrating marketing channels are used to
increase the demand of the services in the markets it focuses on the targeted customer which are
interested in the customer of the company. Company's in today world with integrated marketing
plan are more prepared to give their best in the competitive markets. It helps in lowering the
marketing cost of the company by making people aware about the company it creates a
interactive bond between the company and the customers. It also helps in building the credibility
by sharing one message with the customers across all the channels. Also it helps in increasing the
purchase of the product of the company in the markets which helps in developing the customer
loyalty integrated marketing channel helps in increasing the online booking of the customers
which helps the airlines industries to increase their profit in the markets.
These are various channels in integrated marketing which are:
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 Horizontal marketing systems: it helps the business in increasing the sale of the same
product of the business across the geographic area. It also helps in reducing the cost of
international trade which helps in increasing the profit of the companies in the markets. if
demand of the airlines industries will increased in the market it will help the business to
increase its profit in the market. Due to reduction in the international trade more services
can be provided across the world. It also helps in promoting the product across the world.
 Vertical marketing channels: It is a type of cooperation among the multiple levels of
distribution channels. It helps in the meeting the needs of the customers which helps the
business in increasing its profit in the market (Panchenko, 2020).
 Multi channel distribution system: It helps in the business in increasing its market
coverage which helps the business in developing their demand in the market. In this
approach various media's are used to communicate with the customers it helps in
providing convenient message to the customers which helps in increasing the demand of
the services Multi channel marketing involves websites, social media, promotional events
etc. airlines services can use these channels to promote the products in the markets.
With the help of these channels company can easily promote their services in the market which
will helps the business in achieving their targets. In order to attract the targets customers
company should develop its products and services so that more people can get attracted which
will increase the goodwill of the company in the market by the use of integrated marketing
system company can easily communicate with their targeted customers and can provide the
details to the customers regarding the product and services which will helps the business to
increase its markets share and build its reputation in the market which will help the business to
increase the chances of growth in the market (Shchepakin, 2018).
CONCLUSION
In this report it will observed that marketing management helps the organisation to
increase its profit in the market there are various factors in the marketing management which
help in the long term survival of the business in the airline services customer satisfaction plays
an important role it help the business to achieve its profit in the market. Companies revenue is
based on the services which they provides to the customer. Airline services of UAE provides the
best services to the customers which helps the organisation to increase its demand and profit in
the market.
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REFERENCES
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Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
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Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Panchenko, V and et. al., 2020. Energy-Efficient Innovations: Marketing, Management and Law
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